Weblayers in scenarios

Weblayers in scenarios let you add website banners to your customer journey workflows. This creates a seamless experience across your website, email, and mobile campaigns. You can boost engagement, promote offers, and coordinate your messaging across all channels.

This article explains what weblayers in scenarios are and how to use them.

Before you start

Make sure the weblayers package is activated for your project. If you don't see weblayers as an option, contact your Customer Success Manager (CSM).

Why use weblayers in scenarios

Adding weblayers to your scenarios offers three key advantages:

Improve customer engagement

• Show targeted messages at key points in the customer journey.
• Create compelling calls-to-action that influence customer behavior.
• Promote time-sensitive offers and collect survey data.

Create seamless cross-channel marketing

• Keep your messaging consistent across email, mobile, and web.
• Make sure customers see related content on any channel they use.
• Build a cohesive experience throughout the customer journey.

Run more effective campaigns

• See how customers move between different marketing channels.
• Create coordinated promotions for events like Black Friday.
• Reach customers who missed your emails when they visit your site.

How to add weblayer to scenarios

Follow these steps to add a weblayer to your scenario workflow:

1. Go to Campaigns > Scenarios.
2. To create a new scenario, click New Scenario.
3. A pop-up appears. Click Create New Scenario.
4. Under Actions, click Weblayer to add a weblayer node.

5. Double-click the weblayer node to edit it.
6. Choose your template:
   • Blank template: Start with a completely empty weblayer
   • Project templates: Use templates you've created for your project
   • Predefined templates: Select from Bloomreach's ready-made templates

Note: Non-personalized weblayers aren't available in scenarios. This option is only available in standalone weblayer campaigns.

7. Go to the Settings tab to configure your weblayer:
   1. Set your target audience in Entry criteria
   2. Adjust timing and display rules in Display settings
8. Design your weblayer content in the Design tab.
9. When you finish, click Save to confirm and save the changes.

Configure your weblayer

In the Settings tab, define your weblayer's audience, display rules, and performance settings. Unlike weblayers in campaigns, these only target users who reach this scenario node and can't expand beyond your scenario's original audience:

Entry criteria

Define who can see your weblayer using two filtering options:

Consent category

Show weblayers only to customers who've given specific types of consent. Choose from your existing consent categories or create custom ones based on your privacy requirements.

Customer filter

Narrow your audience further by adding conditions based on customer behavior, profile information, or funnel progress.

For example, target customers who abandoned their cart in the last 24 hours or VIP members in specific locations. Click + Add filter condition to set up these rules.

Display settings

Configure when and where your weblayer displays across your website:

Show on

Choose which pages display your weblayer. Select from options like all pages, specific URLs, or pattern matching. Use Add exception to exclude pages where weblayers might disrupt the user experience, such as checkout or login pages.

Show on pages with variables

Use page data to show different weblayers based on what's happening on the page.

For example, show different messages based on product categories or user behavior tracked through page variables.

Target devices

Choose whether to show your weblayer on desktop, mobile, or both types of devices. Choose desktop-only for detailed forms, mobile-only for app downloads, or both for universal messages.

Display control

Control how often users see your weblayer to balance visibility with user experience:

• Always show: Best for critical announcements that need maximum exposure
• Once only: Ideal for welcome messages or one-time offers
• Once per visit: Good for session-based promotions without overwhelming return visitors
• Until interaction: Ensures your message stays visible until customers engage with it

Expiration control

Set when your weblayer stops displaying to keep content relevant:

• After conversion: Automatically hide the weblayer once customers complete your goal
• After specific date/time: Set exact end dates for time-sensitive campaigns
• After time period: Create urgency with countdown-based expiration
• After interaction: Remove the weblayer once customers click or engage

Conversion goal

Track your weblayer's success by selecting what counts as a conversion. Choose purchase events for sales-driven campaigns, custom events for specific actions like newsletter signups, or engagement metrics for awareness campaigns. This data helps measure your weblayer's impact on business objectives.

Understand the differences between weblayer types

Weblayers in scenarios work differently from standalone campaigns. Here are the key differences and how to work with the limitations:

Work around known limitations

• Can't control individual weblayers: You must start or stop the entire scenario.
• No built-in A/B testing: Use the A/B test node in your scenario instead.
• No Evaluate tab: Set up a custom dashboard to track performance.
• Manual enablement required: Ask your CSM to enable weblayers for your project.
• Limited visibility: Only accessible through the scenario where created.

A/B test weblayer variants

To compare different weblayer variants:

1. Add an A/B test node in your scenario.
2. Connect different weblayer nodes to each branch.
3. Set your preferred percentage split.

This approach lets you test different messages, designs, or targeting strategies within your scenario workflow.

Evaluate performance

Since weblayers in scenarios don't have a built-in Evaluate tab, you'll need to create a custom dashboard to track performance.

When a weblayer displays, the system generates a banner event with a campaign_id attribute that you can use for tracking. To evaluate your weblayer:

1. Create a custom dashboard report using the campaign_id from your weblayer
2. Include metrics like impressions, clicks, and conversions to measure impact on your business objectives

This approach gives you the flexibility to track the specific metrics that matter most for your campaign goals.

Use cases

Here are popular ways to use weblayers in scenarios:

Follow up on missed emails

• Show website offers to customers who didn't open your email.
• Give your promotions another chance to be seen.

Recover abandoned carts

• Display reminders when customers with items in cart return to your site.
• Highlight products they left behind.

Grow your audience and data

• Collect customer data by offering incentives through weblayers.
• Encourage newsletter sign-ups through special offers.

Create urgency

• Use countdown timers for sales and limited-time offers.
• Drive faster action by creating a sense of urgency.